On May 5th, Google “quietly” announced big changes for AdWords and we know that the data giant doesn’t make big changes on a whim. Mobile has been a hot topic for Google recently as evident by their recent mobile search algorithm change. Now, according to Google, a 175% increase in mobile search was recorded from 2014 to 2015. Google finally came out and said what we all suspected: More searches are taking place on mobile than on desktop. This means that desktop search should no longer be the sole focus of Pay-Per-Click (PPC) advertising. Because consumers are searching for products and services from their mobile device, online advertisers must also shift their focus. Thankfully, Google is here to help.
Advertisers need to change the way they think about search advertising. The window of opportunity to reach a potential customer has shrunk. Consumers are relying on their mobile device to provide results that are highly-relevant to their search – and delivered as quickly as possible. Google has coined the term “micromoments” to describe this critical part of how we use our mobile phones.
What are “Micromoments”?
Google defines micromoments as the times during the day where we instinctually reach for our phones to help us solve problems, learn something new, or take pictures. We demand that information be correct and available immediately. In this environment brand loyalty can lose out to advertisers who are focused on meeting a consumer’s need for relevancy and speed. Simply put by Google, “I want to know, I want to go, I want to buy”.
“Availability is part of relevancy”
Advertisers need to provide relevant and immediate information to a potential consumer. For example, if an advertiser is selling watches, a mobile-friendly ad should provide store location, store hours, and specific products that match search parameters. Providing the right information, right away is the new name of the game. Advertisers will only have a few seconds to sell someone a product or service. Why isn’t everyone panicking yet?
Making the change
To date, only some of the new AdWords features are available for specific industries like hotels and retail; other industries have time to prepare as Google rolls out updates over the next few months. For now, any company who currently uses AdWords should be planning ahead and focusing on the following:
- Review your Google Analytics and AdWords history. Is a large portion of your website traffic attributed to AdWords campaigns? Is mobile the primary device used by your website visitors?
- Create a mobile marketing plan. Review the new types of ad features that would be best for mobile search and define your mobile-specific goals. An example of a mobile ad update would include a direct call feature and exact business location for driving directions.
- Explore the different ad formats and tools that work best for your industry specific.
- Testing. Every digital marketer knows the importance of testing to determine what ads are working – and ads are not.
Take advantage of Google’s mobile upgrades – your competitors will be. To learn more, watch the whole Google AdWords Livestream by following this link.